Nielsen and Category Killer.

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Whether you're a big box retailer, a TV network, a cereal company or a social media site, they will help you improve performance. When it matters, across platforms, devices and ad models, in markets around the world.[pic 7]

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- Sales Effectiveness

Understanding today’s consumer is no easy feat, and with store-level as well as shopper insights in all of the markets the company operate in, their customers’ behaviors and preferences will always be top of mind.

Effective shopper marketing relies on understanding shoppers to influence their purchase decisions and drive growth. So with Nielsen insights, their activation will always be shopper-friendly. The consumer panels dig deep into shopper behavior to help the company understand the why behind the buy so that the organization can enhance the marketing approach at retail.

Driving performance is also about understanding the levers that influence purchase decisions and ultimately guiding your price and trade promotion strategies. They have end-to-end solution that helps the company measure each of these in-store variables and their impact on their sales volume.[pic 9]

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Category Killers

A category killer is a large company that is more efficient but less specialized than other merchants in the niche or industry. The category killers intend to specialize in those product categories where large surfaces may only have a presence testimonial, offer personalized advice and a wide range in the number of references.

It is important to know because Category killers are controversial. On one hand, they are champions of capitalism, their ability to be more efficient often leads to lower prices for consumers. On the other hand, their low prices sometimes come at the expense of product quality, customer service and more modestly capitalized competitors.

The category killers have some advantages and disadvantages.

Advantages:

-Maximum range of products, including the latest.

- Attractive offers and loyalty schemes.

Disadvantages:

- Training of staff for that knows how to give a correct advice.

- To be large commercial surfaces, tap traveling by car.

Example

Also one example could be Wal-Mart by being cheaper, bigger, more convenient, and more well-known, it has an advantage over smaller stores and specialty stores. A wide selection of merchandise is a common characteristic of a category killer (which in this context is often referred to as a "big box" store).

Conclusion

As a conclusion we can say that the Nielsen Company is in charge to help others organization to understand the importance of knowing what consumers watch and buy. They study consumers in more than 100 countries to give to the companies the most complete view of trends and habits worldwide.

Whether your business is a multinational enterprise or a single storefront, they believe that innovation is the key to success, in both what you create and how you market your products and ideas.

That’s why Nielsen continue to develop better solutions to help the company meet the needs of today’s consumers, and find out where they’re headed next.

Category Killers are large companies that put less efficient and highly specialized merchants out of business. Also can attain this status by being cheaper, easier, bigger, or more popular than the competition.

References

- Category Killer. (n.d.). Retrieved February 20, 2016, from http://www.investinganswers.com/financial-dictionary/economics/category-killer-2330

- Category killer - Consumoteca - Información y consejo a los consumidores en España. (2009). Retrieved February 20, 2016, from http://www.consumoteca.com/comercio/hipermercados-y-supermercados/category-killer/

- us . (n.d.). Retrieved February 20, 2016, from http://www.nielsen.com/us/en/about-us.html